Why Apple Won’t—and Shouldn’t—Launch a TV

Remember the whispers from 2009? Apple was definitely about to revolutionize the TV industry, just like it did with smartphones and tablets. Except it never happened. Here we are, 15 years later, and the rumblings of an Apple-branded TV are back on the table. My take? Don’t hold your breath. Apple launching a TV is as likely as Jony Ive designing a product with visible screws.

Sure, it’s fun to imagine what an “Apple TV TV” (trademark pending) might look like—FaceTime built into the screen, a sleek chassis made of some “magical” alloy, and Siri suggesting what to watch instead of actually playing it. But let’s be real: Apple doesn’t need a TV, the TV market doesn’t need Apple, and the company’s track record in this space all but guarantees it’s not happening.

A Decade of TV Missteps

Apple had all the pieces to dominate the TV landscape. The Apple TV app could have been the gateway to every streaming service, uniting disparate platforms under one easy-to-use interface. They could have made tvOS the operating system of choice for smart TVs around the globe. Instead, Apple chose to focus on prestige over practicality, limiting their hardware lineup to premium, overpriced Apple TV boxes that just couldn’t compete with cheaper, more versatile options from Roku, Amazon, and Google.

And then there’s Apple TV+. Sure, it’s had its hits—Ted Lasso was a cultural moment, and The Morning Show snagged some awards. But as a streaming service, it’s a small fish in a very big pond dominated by Netflix, Disney+, and Amazon. Instead of making tvOS and the Apple TV app the Trojan horse to invade every living room, Apple went all-in on original content that hasn’t exactly set the world on fire.

Meanwhile, Apple’s attempt to break into cinema with big-budget theatrical releases has been equally underwhelming. After a string of box-office disappointments (Argylle, anyone?), Apple is reportedly pulling back on its film strategy, cutting budgets and shelving wide theatrical releases. So why on Earth would Apple double down on a low-margin hardware market like TVs when its streaming and film ventures are already struggling to gain ground?

The TV Market: A Graveyard of Margins

Here’s the thing about TVs: they’re a terrible business. Margins are razor-thin, competition is fierce, and every brand is offering the same laundry list of features—4K, OLED, HDR, AirPlay, you name it. Apple thrives in high-margin markets where it can charge a premium for its products. That’s not the TV business.

And what could Apple possibly offer that others don’t already? Built-in FaceTime? Maybe. An integrated Apple TV box? That’s fine, but most smart TVs already support Apple TV+, AirPlay, and HomeKit. Why would Apple wade into a market where its existing software strategy already does the job?

Let’s not forget the logistics. Apple doesn’t care about attracting developers to the Apple TV platform—tvOS isn’t exactly buzzing with killer apps. And just imagine the proprietary nightmares. Knowing Apple, they’d probably try their damnedest to use a custom power cord that requires you to replace every outlet in your house. “Hey, TVs are a low-margin business. You gotta make profits somehow,” right?

Isn’t the Vision Pro a TV Anyway?

If Apple really wanted to “reinvent” the way we watch TV, they’ve already done it with the Vision Pro. For the low, low price of $3,499, you can strap an entire cinema to your face. Who needs a physical TV when you can have a floating 100-inch screen in your living room? It’s the ultimate Apple move—luxury, exclusivity, and no competition in sight. Why bother with a commodity market like TVs when they can charge a premium for what they’ve already branded as “spatial computing”?

The Take

Apple isn’t launching a TV. They’ve had 15 years to crack this nut, and they’ve consistently chosen not to. Sure, it’s fun to speculate, and industry chatter will keep the rumor mill churning. But Apple’s real TV strategy is clear: running, or maybe walking, by the seat of their pants. Instead of sticking to a cohesive plan, they’re doubling down on Apple TV+ while cutting deals with Amazon to piggyback on their ecosystem. It’s reactive, not revolutionary—a far cry from the bold reinvention Steve Jobs once hinted at.